The G of the STRATEGY Framework stands for Generate. Here’s what to think about when tracking your campaign results.
Your campaign preparation doesn’t end when your campaign goes live. Even when your campaign is out in the public domain, there is still plenty of time and scope to change and improve things.
That’s why it’s really important to keep a close eye on your campaign metrics.
The eighth chapter of my new book, ‘Marketing Strategy’, is all about generating the most useful campaign metrics, and using them to make crucial changes in real-time. It will help you to learn:
- How to align your goals, objectives, and KPIs with your metrics, making it easy to check in and measure your performance in real-time.
- How to gather the right data and turn it into actionable insights.
- The different ways to track each channel’s progress.
- What to include in a performance report.
- How to present a Post Campaign Analysis to the rest of your organization.
To give you a taster, here’s an extract from Chapter 8, Generate, of ‘Marketing Strategy’, by Jenna Tiffany:
“Turning data into insights
At this point, I’m going to talk to you about how you can turn your data into actionable analytical insights.
For example, the ability to track the performance across all marketing tactics is incredibly useful when allocating marketing budgets and in measuring engagement with the target audience. In order to get from raw data to this kind of practical action, however, it’s important to review several metrics - not just the traffic that an individual tactic has generated.
While it’s great if a tactic and/or channel is generating a lot of traffic, it’s vital to analyze the quality of that traffic in order to ensure that you’re allocating the right resources to the right areas. There are a few ways to assess the quality:
- Does the traffic spend a long time on your website or is the bounce rate high? (anything above 40% should be investigated)
- Does the traffic typically visit more than one page on your website or is just the homepage and then they leave? For an ecommerce website this would demonstrate that there is little interest in your products/offering
- Is it a consistently high percentage of new visitors that doesn’t appear to be translating into return visitors (when reviewing weeks and months of data)?
You can then make informed decisions based on insights from a range of metrics. This range is important. When I’ve consulted with brands, I’ve often found marketers that are just looking at the vanity metrics (opens and clicks) for their digital performance. Marketing has much more to offer than a click.”
To read more, and learn everything there is to know about marketing strategy, buy your copy of ‘Marketing Strategy’ today!
Not convinced? Here’s what Gavin Laugenie, Head of Strategy and Insight, dotdigital says about ‘Marketing Strategy’:
“Marketing strategy, Jenna just gets it! This book is testament to her unique approach to working; whether it’s building from scratch or re-evaluating a current strategy, it’s all about generating results. The interviews with real-life marketers add a unique layer and sprinkles added flavour, colour and relevance to an already insightful and practical read—a must for anyone looking to challenge or reaffirm what they’re already doing.”
Get the book the marketing world is raving about, ‘Marketing Strategy’ by Jenna Tiffany, right here.
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About Jenna Tiffany
Jenna Tiffany, award-winning marketer, has been recognized as one of the top 50 marketers to follow in the world. She is the Founder and Strategy Director at marketing agency Let’sTalk Strategy, providing strategic consultancy services across the digital marketing mix. She is a Chartered Marketer and awarded Fellow of the Institute of Data & Marketing (IDM) with over ten years’ marketing experience, and has consulted on marketing strategy with brands such as Shell, Hilton and World Duty Free.
Jenna is a keynote speaker, having spoken at hundreds of marketing events worldwide and is an elected member of the prestigious DMA UK Email Marketing Council. Jenna is also a qualified teacher regularly teaching marketing at universities. She regularly gets interviewed for her thoughts on marketing strategy and the latest trends.